As banks finalize their 2026 plans, marketing leaders are asking an important question: How can we drive growth while adapting to rapid changes in technology and customer behavior?
The latest ABA Bank Marketers Survey offers valuable insights. Budgets are trending upward across asset tiers, signaling renewed confidence in marketing’s ability to deliver measurable returns. Yet, the challenge remains: how to allocate those dollars effectively between proven tactics and emerging strategies like generative AI.
In 2025, search engine marketing and optimization (SEM/SEO) took the lead as the highest-performing digital channel—surpassing even paid digital advertising. As consumers increasingly start their banking journeys online, banks that master search and visibility will be best positioned to capture intent and deepen engagement.
At the same time, tools such as ChatGPT and Google’s Search Generative Experience are reshaping how people find information. This evolution demands a shift from keyword-driven campaigns to content that answers natural-language queries with authority and relevance.
Staffing levels have held steady year over year, but larger institutions continue to outpace smaller peers in full-time marketing resources. The implication is clear: as marketing’s complexity grows, so too does the need for skilled teams that can connect creativity, analytics, and technology.
The takeaway? Sustainable growth in 2026 will come from balance—pairing trusted, data-backed approaches with forward-looking investments in AI, search, and digital engagement.
